For what you get relative to cost, this has got to be five stars. As a single traveler especially it can be hard to find anything affordable in London. I was looking for something for nearly 3 weeks, so I wanted something with a little more flexibility (i.e., a kitchen) than a typical B&B or hotel. If you can get anything similar to this in London for a similar price, I am not aware of it. (And I've looked, and I've visited numerous times.) The location is great, just between the Swiss Cottage and Belsize Park tube stations, and an easy commute into central London. The kitchen (stove, oven, refrigerator, toaster, microwave, kettle) made life so much more comfortable for me, not having to eat out all the time. Sure, there were a few odd quirks (very few power outlets -- and I wished I had brought my extra long cord for my macbook as the outlets were somewhat inconveniently placed; no tray or ledge for toiletries of any kind in the shower). But I really can't complain about any of those things at this price point.
It had the three main things I look for in accommodation: 1) cleanliness; 2) privacy; 3) wifi. The wifi was decent. I video chat regularly and although there were a few blips in the connection, it generally worked pretty well. Incidentally, the internet access is free. I'm not sure why the website does not advertise this at all, as it's a pretty crucial amenity these days.
The room is serviced daily, too.